These days, customer experience, data and brand strategy are gaining a lot of importance in marketing. Both the customer experience and data analysis play a bigger role and marketers are spending more time in focusing on the broader business strategy instead of just focusing on advertising. The infographic titled, "Let's Talk about Customer Experience". According to Gartner study, in the coming years, most of the companies are expected to compete predominantly on the basis of customer experience. Delivering a satisfied and excellent customer experience is the new battleground of the brands.
Opinions expressed by Forbes Contributors are their own. The author is a Forbes contributor. The opinions expressed are those of the writer. Many companies are still unsure s how to build the business case for customer journey mapping, particularly for digital experiences and digital products. While better customer experiences drive revenue in industries with low switching costs, what about investments in customer journey mapping?
Think of the last time you called a customer service line and talked to a human--did it feel like you were talking to an actual person, or was the conversation robotic and simply followed a script? Instead of enjoying a real conversation, too many brand interactions end up feeling impersonal and disinterested. Customers leave the conversation feeling frustrated or belittled instead of satisfied and accomplished. A lot of the problem comes from turning people into robots. We hire people to interact with customers and then tell them to talk like robots.
What does such a revolution mean for today's CIO? For one, customer-facing functions such as sales, marketing and customer support are receptive, visible arenas for investing in digital transformation initiatives. But to succeed in this new landscape, CIOs have to move beyond overriding concerns with cost savings and internal operations; instead, they should think expansively and strive to embrace the customer-obsessed culture, which will drive growth in turn. Further, there is an undeniable link between customer experience and employee experience. Multiple studies have shown that investing in employee experience impacts the overall customer experience, with its highly desirable and significant return on investment.